Social media marketing
TikTok Ads is still a young but growing channel. Click prices are lower than on Meta, but the value of a conversion varies enormously. Let us work out whether advertising on TikTok is worth it.
Quick summary
- Click prices: €0.10–0.80.
- Realistic minimum budget: €500/month of media.
- Works best for audiences under 40.
- Video content is compulsory — image ads do not work.
Which businesses does TikTok work for?
TikTok works when your audience is 16–40 and the product is visual. For B2B advertisers and audiences over 45 it is rarely worth it.
- Fashion and beauty — excellent
- Food and restaurants: good
- Travel: good
- SaaS aimed at young people — moderate
- B2B services: weak
A realistic monthly budget
- Test budget: €500–1,000/month of media
- Established advertising — €1,000–3,000/month of media
- A large brand: €3,000+/month of media
- Agency fee: €600–2,000/month
The cost of video production is separate. One UGC-style video costs €150–600.
Why is the creative so important on TikTok?
The TikTok algorithm does not care about your brand at all — it cares whether the video gets watched to the end. If the first two seconds do not stop people, the ad flops completely.
A studio-style ad rarely works on TikTok. In practice the whole of content production is done UGC-style, the way genuine users would post.
Frequently asked questions
Is TikTok cheaper than Meta?
On clicks it usually is, but conversions are weaker. On total cost Meta usually wins for small businesses.
How quickly do results appear?
The first clicks arrive within days, but conversion settling takes 4–8 weeks.
Can I make the TikTok videos myself?
You can and often should. A traditional studio production rarely works; authenticity matters more than polish.
Further reading
Read these related articles and service pages too:
External sources:
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